public relations and press manual for event promotion

niversity
Public Relations and Press Manual for Event Promotions
Produced by:
Hillary Bonner
Modified:
Fall 2004
U
A
O
ctivities
rganization
BGSU
Bowling Green State University
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Table of Contents
Introduction
What’s this all about? An explanation
of what this manual says and does.
Public Relations
A guide to the how’s and why’s of
dealing with the media.
Fliers
Where to put them and how to make them.
Alternative Routes
Other methods to attract attention.
Conclusion
Now get out there and promote!
Appendix
Examples, explanations and how-to’s.
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Introduction
Knowledge of promotions, public relations and audience is key to the success of any
event. What good is an event that is not publicized, that has no audience? It holds no
value and no incentive to consider similar events in the future.
Consider this:
A band comes to play a UAO event. Students and people in the community like this band and
its music.  e band visited bars in Bowling Green several times before and has successfully
drawn hundreds of people. For this event, however, there are no articles in the paper, only
a few fl iers scattered throughout campus and no real publicity executed.  e event is a fl op
with sparse attendance and a community outrage when, the week after, there is a review of the
show and people fi nd out that a band they like was here and they were not informed. UAO
now has a disgruntled community to deal with who discounts UAO as an organization who
wastes money on events with no attendance.
 e above situation is hypothetical, however, it could have been avoided through proper
promotional techniques.  roughout the following pages are ways to promote events and
be attentive to a diverse audience in order to get the most out of each event UAO chooses to
hold.  ese means do not stop the day of the show. Press releases, fl iers, radio and newspaper
advertisements and e-mail alerts are all good ways of getting a head start on promotions.
Publicity should begin weeks or months prior to the event, depending on the size, and continue
afterward by gathering audience feedback.  e diverse BGSU community is paying for these
events indirectly.  ey should have a say in where the money is going.
In short, promotions are as important as the actual event itself. If the people are
interested in the event and they are notifi ed, they will come. However, if they are not familiar

with the band or movie, but it is in their face enough, they will also come.
Hype is the key to success in the world of event planning and promotion.
 is manual will explain proper techniques in promoting an event or organization. It will
distinguish the good from the bad in the worlds of fl ier design and placement, press release
content and construction and media kit inclusion and design. It will also explain alternate
routes to promotion and give examples and details on how you can make your organization or
event stand out above the rest.
Public relations are an integral part of any promotional plan.
Consider it free publicity. Press releases, relationships with an organization’s
publics and event relations management are all important
to the success of an event.
According to Reporting for the Media Seventh Edition, public
relations is “planned and continuous communication designed to project a
positive image about an organization, an issue or a product to the public. “
It is important because, through this avenue, an organization establishes
good relationships with the media and its publics.
Key elements to eff ective public relations include media-friendly press re-
leases, media kits describing the organization and its goals as well as posters,
brochures and pamphlets.
 e key to public relations? Be yourself, but do it professionally.
People like to think they matter, so if you do not think they do, then maybe
you should think about using a different outlet to advertise. Be sincere
when dealing with the public, tough when dealing with the media, and
understanding when dealing with your peers and the others who are
helping this event take-off .
Use visuals whenever possible to get your point across on paper. Make
people believe that your organization is “hip” without having to open your
mouth. But, most of all do not fall behind in your public relations plan. If
you are the only one assigned to an event, your plate is full for the next fi ve
weeks. Do not try to pile everything into the last week. You will be

dealing with other people’s schedules (the media, for example), and if you try
to cram, everything will fall apart.
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Public Relations
Fedler, Bender, Davenport, Drager. Reporting for the Media; Seventh Edition. New York. Oxford University
Press, Inc., 2001. p. 471.
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Public Relations
Elements of PublicRelations
Audience Feedback
Good Media Relations
Fixing the Bad Stuff
Sample Public Relations Plan
A Timeline
How and When it Should be Done
Press Releases
Contact Info
Timeliness
Journalistic Style
Formatting
Media Kits
Formatting
Content
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Elements of PR
 e individual in charge of public relations for an organization should
establish and keep good relations with its publics and the media.  ese
relationships, if kept well, are essential to
on-going event attendance and media
publications.
How to establish and keep relations
Gain audience feedback via the following:
Post a comments link to the website to gain feedback on past and
upcoming events. UAO works with a diverse audience so fi nding out
what events students and faculty are interested in and then
following through on those activites is a great way to ensure attendance.

Encourage students and faculty to come to UAO’s offi ce. Provide them
with comment cards or feedback forms to fi nd out what they enjoyed and
what they would like to see from UAO in the future.
How to develop good media relations
Keep press releases professional and in journalistic format.

Be consistent. Once a press release is formatted, keep it that way.  is
develops a media familiarity with the organization and helps the editors
recognize a release from your organization at fi rst glance.
Purchase advertisements through media that gives you coverage on a regular
basis, like BGNews
How to fi x the bad stuff
If an event becomes controversial or openly upsets a portion of the publics
or media, address the issue immediately. Send out press releases explaining

how and why events are chosen.
If a group of people is upset by the event, send an apology and possibly
off er them free tickets to the next event or some other form of
compensation for the misunderstanding. Be apologetic, but stand your
ground. Explain why UAO chose that event.
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Sample PR Plan
Sample Public Relations Plan
A good public relations plan should begin as soon as your event is planned
and the execution is underway. Remain ahead of the game, but do not get
too far ahead. For example, if UAO is hosting a concert and promotion begins
before the band is completely fi nalized, the risk of the band backing out is a
possible PR disaster. To save the embarrassment and other repercussions of
announcing an event that might not happen, wait until the plans are
fi nalized and then begin promoting it about fi ve weeks prior to the event.
On the following pages are rough guidelines for a good public relations
plan.
Five Weeks Prior to the Event
Begin advertisement and fl ier design.
 ese designs should be completed, with the fl iers at the printer
before the end of the fi rst week of advertising.
Decide where you will advertise (WBGU,  e BGNews, etc.) and contact
them to fi nd out how much it will cost, what size space you will need, when
the ad will run, etc.
Write press releases and decide which media vehicles you will use for
this event (i.e.  e BGNews).
If you have time, you should contact the vehicle(s) to give them a heads-up
on the release.
Three Weeks Prior to the Event

Send press releases to the decided vehicles.
Begin posting fl iers on and around campus.

Send advertisements to the media you decided upon and be sure they
are at the size and standards you discussed previously.
Two Weeks Prior to the Event
Follow up with the vehicle(s) that received your press releases. Check to see
if they have any questions and be sure that your story is going to run. Also,
fi nd out when it will run.
Check on your advertisements to ensure that they were correct and that
payment was received.
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Sample PR Plan
One Week Prior to the Event
Flier intensively for the event.

Get as many of your people as possible around campus with small handbills
and word-of-mouth advertising.

Send out an e-mail to UAO’s list proc, the university’s listproc if you have
access to it, and Marketing and Communications highlighting the upcoming
event and listing a schedule of other events in the future .

Design and print handbills with a schedule of upcoming UAO events and
meeting times on them. If you have a large event coming up, dedicate one side
of the fl ier to that event and the other to a schedule.
At the Event
UAO members and friends should canvass the event with the
handbills for upcoming events.

Place clipboards strategically around the venue (at doors, on
merchandise and refreshment booths, etc.).  e clipboards should have UAO
pens with them and should have an e-mail list sign up on them for UAO’s
web list.
If possible, set up a UAO information table at one or more of the
entrances to promote upcoming shows and off er info on UAO, membership
opportunities and objectives. Include comment cards on this table, asking
people what they think about this event and what they would like to see in
the future. Encourage them to visit the website.  ere should also be novelty
items available to the public which are described more in detail in the
Alternate Routes section of this manual.

The Week Following the Event
Send out an e-mail containing the following:
Construct a survey asking those attended if they had a good time, what the
organization could have done diff erently, if they would like to see the band,
speaker or event return to campus, if not, why?, etc.
Set up an auto reply to thank those who participated in the survey. Make
them believe their opinion matters and UAO will try to incorporate those
opinions.
Follow their directions. Make the changes the majority wants to see, within
reasonable limits.
Use journalistic style

 e best way to ensure publication of a release is to write the release with little need for editing.  is way the
editors do not have to spend a lot of time on the organization’s media release.
Include the most pertinient information in the fi rst paragraph.  is paragraph should include the who, what,
where, when, why and how of the event it is announcing.  is fi rst sentence or two is called the lead.
Refer to an Associated Press Style Guide for journalistic style guidelines.  ese guidelines are universally used
by media and news organizations and the use of these leave little need for editing.  e stylebook can be found in

the bookstore or the BGNews offi ce.
Do not use fl are! Keep the new release objective as opposed to fl owery. It is diffi cult to do this if the writer is
excited about the event or organization, but news writing is objective. So, to better the chances of publication,
keep the release about the event itself and not about how great it will be.
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Press Releases
Key Elements For an Effective Press Release
Provide correct and apparent contact information

List name of contact person, their phone number and e-mail, the organization’s web address and physical address
Contact info should be located parallel to the organization’s logo at the top of the page
Be timely

 e person in charge of the news release should know the deadlines of the media he/she is working with and
should send it via e-mail or fax in order to ensure prompt delivery and publication of the article
 e release should read the date for release above or below the contact information.
FOR IMMEDIATE RELEASE is typically the best way to ensure the release is not lost in the shuffl e
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Press Releases
Key Elements For an Effective Press Release
Provide correct and apparent contact information

List name of contact person, their phone number and e-mail, the organization’s web address and physical address.
Contact info should be located parallel to the organization’s logo at the top of the page.
Be timely

 e person in charge of the news release should know the deadlines of the media he/she is working with and
should send it via e-mail or fax in order to ensure prompt delivery and publication of the article.

 e release should read the date for release above or below the contact information.
FOR IMMEDIATE RELEASE is typically the best way to ensure the release is not lost in the shuffl e.
Journalistic Style Guidelines

A glossary outlining the boldfaced journalistic terms can be found in Appendix B.
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Press Releases
Key Elements For an Effective Press Release
Format properly

Contact information
FOR IMMEDIATE RELEAASE
Headline or title should be centered in all caps just above the body of the text.

 e headline should sum up the story without using more than two lines.
 e headline should be single-spaced and the body should be 1.5 spaces.
Begin body of the news release one-third of the way down the page.
Ty pe “ —more—“ at the bottom of the page if the release is more than one page.
At the top of each proceeding page a slug line should appear.
Ty pe “ end” at the end of the release.
Formatting Guidelines

 e following two pages display some good and bad elements of an eff ective press release. For more examples of
press release formatting, content and structural guidelines, please refer to Appendix A.
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Press Releases
Logo
Broiler Plate

Headline
Release Date
Contact Info
Be sure the organization’s logo appears
somewhere, preferably at the top of, the
document.  is helps establish recognition
with the media.
Include the full contact
information for the
organization’s PR
contact (i.e. name,
phone number,
e-mail).
 e headline should appear in bold and all
capital letters centered at the top of the page.
 is should be a one to two line summation
of the story.
A broiler plate should appear at
the bottom of each press release.
It should contain information
about the organization’s origin,
history and obligations to the
public.
 is should let the media know when the
press release should appear in the news. It is
best to use “FOR IMMEDIATE RELEASE”
here.
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Press Releases

Flare
Be objective when writing for the news. Inserting
things that talk up the event a bit too much will steer
an editor away from the release. Include the “good
news” about the event, but do not call it “the best” or
better than another event. Avoid sounding like an
advertisement at all costs.
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Media Kits
Key Elements For an Effective Media Kit
Media Kit What is it? What does it do?

Media kits for an organization should be both visually pleasing and informative. Media kits are good ways to
inform a media organization not previously dealt with of an organization’s goals, bio, upcoming events and
previous press.  e kit should be graphically simple, yet pleasing, and should remain between two to three
pages.
Formatting
Page one

A short history and explanation of the organization.

 e organization’s goals and services to the publics it serves.
Page two

An outline of the organization’s past, present and future events. Keep this to the larger and more affl uent
events. Also, on-going events, such as UAO’s movie nights, should be included on this page.
Also include quotes and citations of the organization’s previous press.  is may include prominent newspapers
or magazines the organization was once listed in, or quotes from students about a UAO event.
Updates

Media kits should be updated once a semester.  e updates should coincide with new goals UAO is setting
and/or new series of events that the organization is promoting.  e kit updates should be sent to news
organizations UAO uses on a regular basis and to those that UAO is using for the fi rst time. Media kits are
also a way to introduce the organization to a possible sponsor. A cover letter should be enclosed describing the
intentions of the kit, whether it be to gain publicity or funding.

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Media Kits
Overview
According to its obvious defi nition, a media kit is the package of materials
that an organization sends out to people in the media in order to generate
interest. So we’ll assume that you’ll be preparing one “media kit” that will
actually be sent off to a wide range of folks like conference schedulers as well
as your typical music journalist hacks.
Cover Letter
No need for anything too fancy here you’re not applying for a job. Well, I
guess you could sort of say that you are, but its a job where they don’t really
care about your mastery of the English language. But include a quickie cover
letter just to introduce yourself to the specifi c person the kit is addressed
to. Remind the person about any past contact you’ve had with them. If you
are sending it unsolicited, tell them where you found out about them. If
you are friends with anyone who has an “in” with the person, then you can
do your name-dropping here. And in general, just write a few sentences to
introduce yourself put a verbal face behind the organization.
*All content on pages 11-12 taken from Jon Carson’s Outer Sound University as denoted on page 11.
Guidelines*
On the following pages are some pointers and guidelines to creating
an effective media kit taken from  e Outer
Sound University’s webpage, a page dedicated to helping bands

promote themselves independently. Although this
was designed for bands, the excerpts included are useful to any
organization.  e guidelines were prepared by Jon Carson and a full version
may be found at this website:

/>Plans:
Let the reader know what you’ve got on the burner for the next couple
months.
History:
How was the organization formed? When? What bands have played for
your organization? Speakers? What special events do you do?
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Media Kits
*All content on pages 11-12 taken from Jon Carson’s Outer Sound University as denoted on page 11.
Press Clippings
If you’ve gotten press coverage in the past, its important to include this as it
tells the person reading your kit that someone out there has already found
your music “newsworthy.”  is is real easy and super-cheap. Every time your
band gets a write-up in a newspaper or magazine, clip out the article as well
as the logo of the publication. Also be sure to jot down the date of the article.
When it comes time to assemble your press kit, tape or glue the articles to
a piece of blank white paper with the appropriate logo above it.  en write
down the date it ran next to the article. If the article is from a small local
publication that the person reading your kit might not have heard of, you
can write a little descriptive blurb about it something like “Montana State
University paper” or “Local music magazine from North Carolina”.  en run
off some copies of that baby and you’re done! And if you want to save some
bucks, you can make your press clippings page the back of your bio page. At
the right, there’s an example of a typical press clipping sheet.

News Release
 eoretically, you’re sending out your Media Kit to members of the media
in hopes that they will write a story about you.  erefore, it’s important to
include a News Release that informs them of what the “story” is.
Biography*
Ah, the elusive bio. Or, how to make your organization sound important.
Typically the bio is supposed to include all the interesting historical tidbits
that the press would want to include in their articles about you. However,
you might fi nd yourself in the position of not having too many interesting
tidbits. Never fear you can still put together a document that will at least
give the reader a feel for what you are all about. Here are some points you can
include:
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Fliers
Walking through BGSU’s campus, one will see a kiosk at every
main intersection.  ese stands are typically wallpapered with
fl iers for every event, meeting, speaker or lunch special
imaginable. How will any one of them stand out or grab the
attention of passer-bys?  ey meld into one another and each
becomes a “wallfl ower.”
Outlined in this section are ways to make UAO’s fl iers stand out
against the rest using color techniques, logo placement, and type
settings that will stand out in the viewer’s mind.  e fl ier should
have a feel and a pizzazz to which people can relate. For example,
a “black and white movie night” fl ier should look antique and
capture the feel of a black and white movie from the colors, logo,
and font choice. A person who likes black and white movies will
be attracted to the fl ier before they even read the content. If you
pull them in with the design, they will read the fl ier, and chances

are better they will come to the event if they read the fl ier.
 is section will also describe placement strategies that will help
UAO’s fl iers become separate from the rest.
Logo Placement
Where to put them?
Why there?
Flier Placement
Set UAO apart from the rest Let them be seen!
Hand Billing
Spread the word!
Color Usage
Not too much, not too tacky
Fonts and Stuff
Some more layout decisions
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Fliers
Logo Placement
 e key to a successful fl ier is creating a feeling for the event
without losing the feel of your organization. UAO should be
identifi ed on each fl ier in the same position so viewers know where
to look for it, yet the logo should blend with the design creating
the illusion of one image.
 e best place to put the logo is in the bottom right-hand
corner. Make it sizeable enough so it will not disappear, but

discreet enough that it will not take over. For an 11” x 17” fl ier, a
3”x 3” logo is usually a good size. However, if you can work it into
the design by making it a bit larger or smaller, go for it. It is all
about creativity and image fl ow.
 e logo should also remain consistent from fl ier to fl ier, not
only in positioning, but in design itself. If the UAO logo appears
one way on one fl ier and another way on another, people will not
recognize it right off the bat. Be consistent with this one piece
of design and once people see it enough, they will immediately
recall UAO.
Also, include the website, offi ce location and other contact info
with the logo. If a passer-by is interested in the event on a fl ier
and would like to fi nd out more information on the event or UAO,
they should not have to search for it.
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Fliers
Flier Placement
In addition to placing fl iers on the cluttered kiosks, UAO should dig a
little deeper and not rely on the mass of other fl iers to stay away from the
design they have worked so hard to construct. Several alternatives remain,
that other organizations do not frequently utilize,such as local businesses,
discreet locations on campus, simple canvassing, and word of mouth.
Utilizing our Local Businesses

 ere are over seventy businesses within walking distance of
campus that are frequented by college students. Upon walking into many of
them, one may see a bulletin board or square of wall or window dedicated
to fl iers. By going into these businesses, being polite with the workers or
owners and bringing your own tape or tacks, you are sure to secure fl ier

positions in one of every fi ve businesses. Here is a list of a few businesses
that have bulletin boards or fl ier space.  is will get you started, but do
not hesitate to just stop in and ask.  e people running
businesses in BG are friendly and make a percentage of their money from
the student population.  ey will help you if asked nicely.
Cosmo’s Coffee
The Mad Hatter
BG Music and Sound
Finder’s Music
Grounds for Thought
Squeaker’s
Other Campus Locations

 ere are several places on campus where fl iers hang free of debris
and clutter. With a roll of duct tape, you can secure a spot at any of these
locations:
 e poles in front of Olscamp
 e walk way between University Hall and Moseley Hall
 e pin boards in the Union
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Fliers
Handbilling
 e absolute best way to spread the word through fl iers is hand billing.
Hand billing occurs when you give everyone in the organization a stack
of hand bills and turn them loose on their fellow students.  is allows for
instant feedback and guaranteed delivery of the message. Also, people tend
to stuff a hand bill in their pocket, their back pack and, okay, sometimes the
closest trash can. However, nine times out of ten, they will fi nd that fl ier
later and look at it.

Make sure your group is knowledgeable about the event and your
organization.  ey will ask any question: “What time does it start? Where
is the event being held? How can I join UAO? What movie is showing a
week from Tuesday?”  e more correct the answers, the more likely students
will be to attend.
For some sample handbills see Appendix C.
Color Usage
Color placement on a fl ier can be a creative design tool, or, it can be a
disaster on paper. When used correctly it can set the feel for the design,
evoke emotion, add impact or attract attention. When used incorrectly, it
can induce negative attention.  e fl ier should not look as if someone said
“Hey, I can afford to use color, so I’m going to USE color!” It should be
used as emphasis for a graphic, outline for a text, or as a shadowy background
hue.
Colors should not only be used to accent the design, but also to accent each
other.  e color wheel (See Appendix D) is a great way to mix and match
colors if you can aff ord more than one.  e primary colors are red, yellow
and blue. Any of these colors can be used alone to add nice accents. You can
also use lighter shades of the color you pick to add variety without paying for
another color.
Secondary colors result from the mixing of two primary colors. For
example, if you can use two colors and you choose blue and yellow, you can
fi gure green into the mix for free. By overlapping these two colors, the
printer can create the third without using another ink.
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Fliers
Color Usage Cont.
Several color combinations are suggested in using the color wheel.
Analogous colors are three or four colors that can be found adjacent to one

another on the wheel. Complimentary colors are opposite one another and
triads form a triangle on the wheel. By viewing the wheel in Appendix D,
you can see how they may compliment one another.
However, color is expensive. If you decide that it is not in your budget to
use colored ink, an effi cient alternative is to use a brightly colored paper
and black ink. You can also add eff ects to the design by using lighter colors
of grey instead of all 100% black.  e poster room in the Union provides a
variety of colored paper and Stamper’s Copy Shop in the Union is also very
cost eff ective.
Some tips for using color
Avoid placing colors directly next to each other in a design.  ey tend to
bleed and a mess at the printer is no fun for anyone.
Colors infl uence emotion and carry psychological messages (See Appendix
E). If UAO is showing a Christmas movie, get people in the mood with red
and green!
Fonts and Stuff
 e font, or lettering style, selected for a fl ier can make or break the fl ow of
the design. Long, cursive handwriting would not work well on a fl ier for The
Terminator, while a bold-faced, impact font would not accentuate the love
story Gone with the Wind.
Two diff erent font choices are recommended for a fl ier.  e two fonts
should be diff erent and accent one another, but avoid fonts that are
completely unrelated. Use a serif and a complimenting sans serif font
when you can. Decorative and script-like fonts are also fun to throw into
the mix, but use them in extreme moderation, for they can become
overwhelming quickly.
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Fliers
Good font choices

UAO
University Activities Organization

Notice there is a serif font (Lucida Console) and a sans serif font
(Haettenschweiler).  ey accent each other, yet through careful
placement and sizing, the emphasis lies on the larger UAO.  e two are
connected in design, yet separate in meaning. Also, take this document for
example.  e majority of the text is in a serif font, but the most important
words and headlines stand out with “Impact,” a stronger sans serif font.

Not-so-good font choices
UAO
University Activities Organization
 ese two are at the same size and placement as the fi rst example, yet notice
the accents are not clear.  e fonts are too similar and, even though the size
diff ers and accents the larger UAO, they slightly compete for the same part.
Font sizes should establish a hierarchy. If you do not want to place the most
important piece of information at the top of the page, don’t. Make it larger
than anything else though. Make it stand out!  e font sizes should lead
the reader through the design, starting with the largest, the name of the
event or organization, and working down to the smallest, the details
surrounding the event. If the larger type catches the eye of the viewer, the
text hierarchy will lead them through the fl ier.
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Alternate Routes
So, your fl iers are up, the press releases are out and everyone knows who
your organization is or do they? Here are some alternate and interesting
avenues an organization can take to make itself stick out in the minds of
their publics, media and potential sponsors.  ese are not the only alternate

routes , however. Take these and run with them, be creative and spend your
budget!
Inanimate Objects
Inanimate objects are a sure fi re way to gain recognition with the students at
BGSU. Everyone uses magnets, bottle openers, pens, pencils and notepads,
right? Put UAO’s logo and website on them and give them away! A year
from now, that magnet with UAO’s logo on it will be hanging an ‘A’ paper on
some college student’s fridge. Hand these out at UAO events and
information tables, in the Union, around campus and downtown on the
weekends.
Everyone loves free stuff!
Some other ideas
 row frisbees at unsuspecting students on campus with a UAO schedule
taped to the underside and UAO’s logo printed on top.
Give away free UAO stickers in abundance put them everywhere!
Hand out goodie bags fi lled with candy and UAO schedules.
Ask Freddie, very nicely, to sport a specially-made UAO hat at the next
football game.
Come up with millions of ideas like these and no one
will forget UAO!
20
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Conclusion
The knowledge of promotions, public relations and audience in this manual is key to the success of
any event. Now that you hold this knowledge you can promote any event to any crowd and make it a
success!
Consider this:
A band comes to play a UAO event. Students and people in the community have never heard of this band or
its music. For this event, however, there are articles in the BGNews, fl iers scattered throughout campus and
downtown and handbills with the event information on them on every table in every building on campus.  e

event is a complete success with sold-out tickets and a community in love with the music UAO has introduced
to them.  e week after, there is a buzz around campus about the next UAO event.  e UAO now has an
informed community who revels at UAO’s ability to bring great talent to the university.  e donations and
membership applications are rolling in!
 e above situation is hypothetical, however, it could happen through proper promotional techniques
listed in this manual.  roughout the preceding pages you have learned to promote shows through several
traditional and non-traditional avenues. Use these avenues to introduce new talent and diff erent viewpoints to
the students at BGSU and make them proud of the ways UAO spends their money.
Do not forget to gain their feedback. Find out what they want to see and hear. Imbed the UAO image and
logo into the minds of all students and faculty through consistency and continuous exposure. Follow the
timeline for promoting an event and watch the ticket sales soar!
Hype is the key to success in the world of event planning and promotion.
21
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Appendix A
The following is a good example of a broiler plate. A broiler plate should
appear at the bottom of each press release and should outline the
organization’s history, mission and description.
About NYIMF*
 e New York International Music Festival (NYIMF) was founded in 2003 by entertainment
impresario Stuart Alson and is fast becoming one of the largest exhibitions of innovative musical talent in
the US.  e festival provides a platform to discover and develop new talent and is sure to expose a diverse
range of promising performers. Signed and unsigned artists from all over the world have the chance to
showcase their talents and network with A&R executives, producers, publishers, music journalists, talent
scouts, casting agents and fi lmmakers. Musical genres include Pop, Rock, Hip-Hop, R&B, Rap, Reggae,
Classical, Experimental, Folk, Country and Gospel.  e festival will be fl ying in music industry reps from
Los Angeles as well as inviting the whole spectrum of the New York music and Arts & Entertainment
industry.
NYIMF is a competitive event that attracts from all over the world including Australia, Sweden, the
U.K, British Columbia, Croatia, Ireland, Canada, New Mexico and all over the U.S.  e competitors are

chosen by a team of industry professionals and winning acts will be off ered various opportunities in the
music industry, including the opportunity for three lucky winners to tour Sydney and London in 2005.
NYIMF events have previously welcomed representatives from Sony Music, Universal, Warner Bros,
Atlantic Records, MTV, VH-1, RCA, Virgin, Bad Boy Entertainment, Interscope, Elektra, Jive, ICM,
 e William Morris Agency, Rolling Stone, Vibe, Ebony, Smooth, Complex, Billboard and Source to
name a few.
For more information about the NYIMF, or to obtain information on musical artists, demos and media
kits, please contact Briege McGarrity at (212) 777-7100 x16 or by e-mail at e-mail protected from spam
bots.
*Broiler plate taken from />22
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Appendix A
 e visual appeal for the Black Swamp Arts
Festival Press Release is enough to at least
draw an editor to read the release. However,
by going to ckswamparts.
org/pressrelease.html, there are ways to format
the release that will ensure success.  e most
newsworthy material should be in the fi rst few
lines, or the lead, of the story. Instead of high-
lighting the festival they chose their national
ranking in Sunshine Artists Magazine.
When writing a press release, fi nd what is most
important to your audience and put that fi rst.
Press Releases